キリンビールは11月26日、糖質ゼロ・プリン体ゼロの“ゼロゼロ”をうたう第3のビール「のどごしオールライト」を2015年1月27日から発売すると発表した。痛風の原因とされるプリン体ゼロをうたう第3のビールとしては、世界初となる。
第3のビールは、ビールとくらべて酒税が半分以下であり、財布にやさしいことが特徴だ。キリンの担当者はハフポスト日本版の取材に対し「気軽にごくごく飲めるようにアルコールも低めに抑えたり、カロリーも100ミリリットルあたり20キロカロリー以下の『カロリーOFF』としたりするなど、健康志向の製品です」と話した。
ビール類に多く含まれるというプリン体は肝臓で分解されて尿酸に変わる。適度な尿酸は、老化や発がんなどの危険因子とされる活性酸素から体を守る働きがあるとされるが、体の中に尿酸がたまり結晶化すると、激しい関節炎を伴う「痛風」になるといわれている。
しかし、原材料の制限がある第3のビールでは、プリン体ゼロの実現は技術的に難しいという見方もあった。プリン体ゼロをうたう第3のビールとしては、サッポロが2013年6月に「極ZERO」を発売したが、国税当局から製造方法に関する指摘を受け、2014年7月からは発泡酒に切り替えた経緯がある。
キリンでも顧客がプリン体に高い感心を示していたことから、独自の特許技術である「プリン体カット製法」によって、プリン体をゼロにした発泡酒「淡麗プラチナダブル」などを開発してきた。これを第3のビールでどのように実現するかが、今回一番難しかった点だと担当者は話した。
プリン体カット製法は、発泡酒などの発酵麦芽飲料にプリン体を除去する吸着剤を入れ、おいしさを残しながらプリン体だけを吸着させて取り除くというものだ。のどごしオールライトの発表会では、製法については特許取得手続き中を理由に具体的な言及を避けたとされるが、同じく第3のビールの「のどごし生」では使っていなかった麦芽が、のどごしオールライトでは使われることになった。ただし、麦芽の分量は第3のビールの基準のままを維持することで、財布にも優しくなっている。
■第3のビールは酒税がビールの半分以下
ビール類の税額は原料に占める麦芽の含有量などに応じて変わり、350mlミリリットル当たりでは、麦芽67％以上のビールは77円、麦芽25%未満の発泡酒では47円、さらに第3のビールは28円となっている。発泡酒と第3のビールでは20円ほども違うが、これは商品価格に影響してくる。キリンの担当者も「のどごしオールライトも発泡酒より20円ほど安くなり、実売価格では350ミリリットルが145円、500ミリリットルが203円ぐらいになるのではないか」と話した。
プリン体ゼロ製品は顧客にも反響が良く、淡麗プレミアムは2014年9月の販売当初、大びん換算で年内120万ケースの販売を目標をしていたが、240万ケースに目標を上方修正するという。のどごしオールライトについても、2015年の販売目標は470万ケースを目指すとしている。
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オクトーバーフェスト2014
Oktoberfest 2014 - Opening Day(01 of35)
MUNICH, GERMANY - SEPTEMBER 20: Revellers enjoy drinking beer at Hofbraeuhaus beer tent during the opening day of the 2014 Oktoberfest on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe to the the world\'s largest beer festival. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
Oktoberfest 2014 - Opening Day(02 of35)
MUNICH, GERMANY - SEPTEMBER 20: A reveller dressed in traditional Bavarian clothing `Dirndl` holds a beer mug at Schottenhamel beer tent during the opening day of the 2014 Oktoberfest at Theresienwiese on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Alexander Hassenstein/Getty Images) (credit:Alexander Hassenstein via Getty Images)
Oktoberfest 2014 - Opening Day(03 of35)
MUNICH, GERMANY - SEPTEMBER 20: A reveller dressed in traditional Bavarian clothing `Dirndl` holds beer mugs at Schottenhamel beer tent at the opening day of the 2014 Oktoberfest at Theresienwiese on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Alexander Hassenstein/Getty Images) (credit:Alexander Hassenstein via Getty Images)
Oktoberfest 2014 - Day Two(04 of35)
MUNICH, GERMANY - SEPTEMBER 21: A salesperson offers bavarian pretzel at Augustiner Beer tent after the Parade of Costumes and Riflemen (Trachten- und Schuetzenzug) on the second day of the 2014 Oktoberfest at Theresienhoehe on September 21, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Alexander Hassenstein/Getty Images) (credit:Alexander Hassenstein via Getty Images)
Celebrities At Oktoberfest 2014 - Day 1(05 of35)
MUNICH, GERMANY - SEPTEMBER 20: Nina Eichinger at the Schuetzenzelt beer tent during the opening day of the 2014 Oktoberfest at Theresienwiese on September 20, 2014 in Munich, Germany. (Photo by Hannes Magerstaedt/Getty Images) (credit:Hannes Magerstaedt via Getty Images)
Oktoberfest 2014 - Opening Day(06 of35)
MUNICH, GERMANY - SEPTEMBER 20: Young girls chat together sitting on the floor outside a beer tent during the opening day of the 2014 Oktoberfest on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
Oktoberfest 2014 - Opening Day(07 of35)
MUNICH, GERMANY - SEPTEMBER 20: Revellers reach for the first beer mugs at Hofbraeuhaus beer tent during the opening day of the 2014 Oktoberfest on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe to the the world\'s largest beer festival. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
Oktoberfest 2014 - Opening Day(08 of35)
MUNICH, GERMANY - SEPTEMBER 20: Revellers enjoy drinking beer at Hofbraeuhaus beer tent during the opening day of the 2014 Oktoberfest on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe to the the world\'s largest beer festival. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
Oktoberfest 2014 - Opening Day(09 of35)
MUNICH, GERMANY - SEPTEMBER 20: A waitress carries beer mugs at Hofbraeuhaus beer tent during the opening day of the 2014 Oktoberfest on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
Oktoberfest 2014 - Day Two(10 of35)
MUNICH, GERMANY - SEPTEMBER 21: Visitors enjoy the atmosphaere at Augustiner Beer tent after the Parade of Costumes and Riflemen (Trachten- und Schuetzenzug) on the second day of the 2014 Oktoberfest at Theresienhoehe on September 21, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Alexander Hassenstein/Getty Images) (credit:Alexander Hassenstein via Getty Images)
Mainstream Media AG Wiesn - Oktoberfest 2014(11 of35)
MUNICH, GERMANY - SEPTEMBER 23: Verena Klein attend the \'GoldStar TV Wiesn\' during Oktoberfest at Weinzelt, Theresienwiese on September 23, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
Thomas Sabo Wiesn - Oktoberfest 2014(12 of35)
MUNICH, GERMANY - SEPTEMBER 23: Sophie Wepper attends the Thomas Sabo Wiesn during Oktoberfest at Theresienwiese on September 23, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
Thomas Sabo Wiesn - Oktoberfest 2014(13 of35)
MUNICH, GERMANY - SEPTEMBER 23: Giulia Siegel attends the Thomas Sabo Wiesn during Oktoberfest at Theresienwiese on September 23, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
Thomas Sabo Wiesn - Oktoberfest 2014(14 of35)
MUNICH, GERMANY - SEPTEMBER 23: Marie Nasemann attends the Thomas Sabo Wiesn during Oktoberfest at Theresienwiese on September 23, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
Celebrities At Oktoberfest 2014 - Day 4(15 of35)
MUNICH, GERMANY - SEPTEMBER 23: Sinta Weisz during Oktoberfest at Kaeferzelt, Theresienwiese on September 23, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
'Sixt Damen Wiesn' - Oktoberfest 2014(16 of35)
MUNICH, GERMANY - SEPTEMBER 22: Isabell Edvardsson wearing a Dirndl of Lola Paltinger at the \'Sixt Damen Wiesn\' at Marstall tent during Oktoberfest at Theresienwiese on September 22, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
'Sixt Damen Wiesn' - Oktoberfest 2014(17 of35)
MUNICH, GERMANY - SEPTEMBER 22: Giulia Siegel (wearing a Lola Paltinger Dirndl)l attends the \'Sixt Damen Wiesn\' at Marstall tent during Oktoberfest at Theresienwiese on September 22, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
'Sixt Damen Wiesn' - Oktoberfest 2014(18 of35)
MUNICH, GERMANY - SEPTEMBER 22: Alexandra Polzin, Eva Gruenbauer, Gitta Saxx and Sonja Kiefer attend the \'Sixt Damen Wiesn\' at Marstall tent during Oktoberfest at Theresienwiese on September 22, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 21: Cathy Fischer ( girlfriend of Mats Hummels) during ProSiebenSat1 Wiesn - Oktoberfest at Theresienwiese on September 21, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
'Almauftrieb' At Kaefer Tent - Oktoberfest 2014(20 of35)
MUNICH, GERMANY - SEPTEMBER 21: Isabell Edvardsson, Alena Gerber Tamara Dobeleit attend the \'Almauftrieb\' at Kaefer tent during Oktoberfest at Theresienwiese on September 21, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 21: Victoria Swarovski attends the \'Almauftrieb\' at Kaefer tent during Oktoberfest at Theresienwiese on September 21, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 21: Joanna Tuczynska sighted during Oktoberfest at Theresienwiese on September 21, 2014 in Munich, Germany. (Photo by Chad Buchanan/Getty Images) (credit:Chad Buchanan via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 21: Micaela Schaefer (C) and Yvonne Woelke (L) sighted during Oktoberfest at Theresienwiese on September 21, 2014 in Munich, Germany. (Photo by Chad Buchanan/Getty Images) (credit:Chad Buchanan via Getty Images)
Oktoberfest 2014 - Day Two(24 of35)
MUNICH, GERMANY - SEPTEMBER 21: Men in their traditional Bavarian clothing clink beer mugs after the Parade of Costumes and Riflemen (Trachten- und Schuetzenzug) on the second day of the 2014 Oktoberfest at Theresienhoehe on September 21, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Alexander Hassenstein/Getty Images) (credit:Alexander Hassenstein via Getty Images)
Oktoberfest 2014 - Day Two(25 of35)
MUNICH, GERMANY - SEPTEMBER 21: Women dressed in Dirndl and other traditional Bavarian folk dress march in the Parade of Costumes and Riflemen (Trachten- und Schuetzenzug) on the second day of the 2014 Oktoberfest on September 21, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
GERMANY-LIFESTYLE-BEER-FESTIVAL-OKTOBERFEST-PARADE(26 of35)
Women wearing traditional clothes take part at the traditional costume parade of the Bavarian Oktoberfest festival in in the city of Munich, southern Germany, on September 21, 2014. Germany\'s world-famous Oktoberfest kicks off with millions of revellers set to soak up the frothy atmosphere in a 16-day extravaganza of lederhosen, oompah music and beer. AFP PHOTO / CHRISTOF STACHE (Photo credit should read CHRISTOF STACHE/AFP/Getty Images) (credit:CHRISTOF STACHE via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 20: Viktoria Lauterbach wearing a Dirndl of Lola Paltinger during the Oktoberfest Opening in Kaeferzelt at Theresienwiese on September 20, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 20: Caro Saurma during the Oktoberfest Opening in Kaeferzelt at Theresienwiese on September 20, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
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MUNICH, GERMANY - SEPTEMBER 20: Simone Ballack during the Oktoberfest Opening in Kaeferzelt at Theresienwiese on September 20, 2014 in Munich, Germany. (Photo by Gisela Schober/Getty Images) (credit:Gisela Schober via Getty Images)
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Oktoberfest 2014 - Opening Day(31 of35)
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GERMANY-LIFESTYLE-BEER-FESTIVAL-OKTOBERFEST(32 of35)
Visitors drinks \'Muenchener Hofbraeu\' beer during the opening of the traditional Bavarian Oktoberfest festival at the Theresienwiese in Munich, southern Germany, on September 20, 2014. Germany\'s world-famous Oktoberfest kicks off with millions of revellers set to soak up the frothy atmosphere in a 16-day extravaganza of lederhosen, oompah music and, of course, beer. AFP PHOTO / CHRISTOF STACHE (Photo credit should read CHRISTOF STACHE/AFP/Getty Images) (credit:CHRISTOF STACHE via Getty Images)
Oktoberfest 2014 - Opening Day(33 of35)
MUNICH, GERMANY - SEPTEMBER 20: A young woman takes a picture of a beer mug with her mobile phone inside Hofbraeuhaus beer tent during the opening day of the 2014 Oktoberfest on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe to the the world\'s largest beer festival. (Photo by Johannes Simon/Getty Images) (credit:Johannes Simon via Getty Images)
Oktoberfest 2014 - Opening Day(34 of35)
MUNICH, GERMANY - SEPTEMBER 20: A waitress carries beer mugs at Schottenhamel beer tent at the opening day of the 2014 Oktoberfest at Theresienwiese on September 20, 2014 in Munich, Germany. The 181st Oktoberfest will be open to the public from September 20 through October 5 and traditionally draws millions of visitors from across the globe in the world\'s largest beer fest. (Photo by Alexander Hassenstein/Getty Images) (credit:Alexander Hassenstein via Getty Images)
GERMANY-LIFESTYLE-BEER-FESTIVAL-OKTOBERFEST(35 of35)
British visitors wearing Bavarian costumes walk ahead the opening of the traditional Bavarian Oktoberfest festival at the Theresienwiese in Munich, southern Germany, on September 20, 2014. Germany\'s world-famous Oktoberfest kicks off with millions of revellers set to soak up the frothy atmosphere in a 16-day extravaganza of lederhosen, oompah music and, of course, beer. AFP PHOTO /DPA/ KARL-JOSEF HILDENBRAND GERMANY OUT (Photo credit should read KARL-JOSEF HILDENBRAND/AFP/Getty Images) (credit:KARL-JOSEF HILDENBRAND via Getty Images)
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